+ 3 other insights into the present and future of content

“YOU DON’T KNOW WHAT YOU’RE DOING”

I’m concerned for the future

of digital content.

“

zazzlemedia.co.uk/the-state-of-content-marketing-

survey

Digital content budgets are

increasing but strategic

knowledge

is trailing behind.

92%*

*% of marketers are unclear as tohow best to execute strategy.

And yet we’re spendingmore than ever…

10%

21%

23%

33%

38%

60%

62%

65%

Using paid and earned social platforms

Finding the right agencies to work with

Video campaigns

Finding the best content writers/creators

Lack of marketing budget

Producing content consistently

Measuring ROI of content marketing campaigns

Producing engaging content

Or produce enough of it and measure effectiveness…

WHERE ARE WE GOING WRONG?

Content Marketers celebrate this…

It’s about delivering constant variation.

SO, WHAT DO WEFOCUS ON?

BECOME A PUBLISHER01.

‘Brand as Publisher’ is the future…

Brand as Publisher

Imagine your

business as the

best selling magazine

in your niche. What

would your content

output look like?

HERO CONTENTProposed hero content idea for the Lease Car blog

towards the end of the six-month period…

Content is the ONLY glue that sticks an audience together.

Look at the evolution of mass media.

@simonpenson

The same is happening right now online.

Designed

to build

long term

audience

Everything

from social

to email, paid

and PR is

integrated

Content works

through paid,

earned and

owned

seamlessly

Full mix of

strategic

content

produced

Central

Editorial

Plan

The answer is data-ledcontent strategy spanning paid, earned & owned…

34

Works in sales

Frequent traveller to meetings

Married with children

43

Part time nurse

Weekends away organiser

Married with older children

18

Student

Uses trains to go home

and see friends

Needs ‘cheapest’

Based on serving persona need.

DAVID BERNAND AMELIA THOMAS CORINNA WEBER

SEE ALL ADVERTISING AS CONTENT DISTRIBUTION

02.

Use programmatic to deliver content, not ads.

PUT.CONTENT.

FIRST.

Ads are just holes in the internet…for content.

The blunt approach has no future.

Use it to tell storiesnot just ‘sell’ stuff.

MAKE CONTENT OPPORTUNITYFOR OTHERS

03.

Because these guysrule the world.

THANK YOUFOR LISTENING!